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SXSWi 2012: Be a part of breaking news with David Meerman Scott

The traditional PR model, a preset script with a campaign timeline, is now sort of defunct since current public discourse moves so fast and so dynamically that all it takes is a few hours to destroy a laboriously crafted narrative. Overtaking the traditional model is newsjacking -- successfully injecting your angle into breaking news in real time. Social media author and speaker David Meerman Scott talks with me and Todd Watson about his latest ebook Newsjacking: How to Inject your Ideas into a Breaking News Story and Generate Tons of Media Coverage. From the IBM Future of Social Lounge. 17:08